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The goal was twofold. Firstly, to beat last year’s new memberships secured from their annual Mega-relaunch and secondly, to expand their profile further in the local market. They won on both counts. This year’s event eclipsed last year’s, which “only” generated an impressive 80 new members for Parque Alameda in Huesca, Spain!
Not only did they beat last year’s results by 75% in terms of membership numbers, half of the attendees of the 4-hour concert style event were non-members. |
- Annual event
- 140 new members
- €6,000 investment
- >10 times payback
- 4 hour evening concert
- Theatrical event
- 400 attendees
- 200 non-member guests
- 70% conversion rate
- Cross-club teamwork
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Of the 400 who attended, 200 were guests and 140 signed up as new members during concert night. This represents an astonishing 70% conversion rate. The advertising mix was powerful, combining newspapers, radio, flyers, bring a friend passes and in-club posters to drive 200 non-members to the concert.
This independent club has found new member acquisition success by focusing resources on creating a Super Event which is a ‘must attend’ theatrical experience. This required €6,000 of investment in advertising, wages, food, lighting, sound and the dry ice machine!
Every member of staff in the gym worked on concert night with 14 people assigned just to meet, greet and make sure everyone felt looked after. Four sales staff were on hand to convert any potential sales and take leads to follow up after the event had finished. The membership deal gave the sales team a compelling offer for new members with no joining fee plus a 10% discount. This made the monthly membership fee €37 per month or €444 per annum. Multiply this by 140 new members and sales of €62,160 were secured that evening – a payback of greater than 10 times.
The event was run with precision from 6pm –10pm. There was a 6-minute introduction with a minute for each of the 6 GF programmes to whet the appetite of the audience. The stage was huge being 144 square metres and 8 metres high inside an 800 metre square sports hall. They had 69 colour spotlights, 16 further mobile spotlights, dry ice and 60,000 watts of maxed out sound system to envelope attendees in a sensory feast.
All 6 programmes had half an hour to showcase their new release with team teaching heightening the excitement on stage. BodyPump and RPM had 6 Instructors each with the other 4 programmes having 2 Instructors to bring the new releases alive. The show was a resounding success with all the club staff working together as a team to create a life changing experience on concert night.
We offer our congratulations to Parque Alameda. This privately owned multi-use club of 1,470 members has a world-class approach to making new member acquisition an art form. We salute you!
Parque Alameda is a privately owned club in Huesca, Spain with 6 Les Mills Programmes.